Press Release

Third-Generation Kindle Now the Bestselling Product of All Time on Amazon Worldwide

In just five months, new Kindle replaces 'Harry Potter and the
Deathly Hallows' as best-selling product in Amazon's history

SEATTLE, Dec 27, 2010 (BUSINESS WIRE) --(NASDAQ: AMZN)--Amazon.com
today announced that the third-generation Kindle is now the bestselling
product in Amazon's history, eclipsing "Harry Potter and the Deathly
Hallows (Book 7)." The company also announced that on its peak day, Nov.
29, customers ordered more than 13.7 million items worldwide across all
product categories, which is a record-breaking 158 items per second.

"We're grateful to the millions of customers who have made the all-new
Kindle the bestselling product in the history of Amazon -- surpassing
Harry Potter 7," said Jeff Bezos, Amazon.com founder and CEO. "We're
seeing that many of the people who are buying Kindles also own an LCD
tablet. Customers report using their LCD tablets for games, movies, and
web browsing and their Kindles for reading sessions. They report
preferring Kindle for reading because it weighs less, eliminates battery
anxiety with its month-long battery life, and has the advanced
paper-like Pearl e-ink display that reduces eye-strain, doesn't
interfere with sleep patterns at bedtime, and works outside in direct
sunlight, an important consideration especially for vacation reading.
Kindle's $139 price point is a key factor -- it's low enough that people
don't have to choose."

On Christmas Day, more people turned on new Kindles for the first
time, downloaded more Kindle Buy Once, Read Everywhere apps, and
purchased more Kindle books than on any other day in history.

On the peak day this season, Amazon's worldwide fulfillment network
shipped over 9 million units across all product categories.

Amazon shipped to 178 countries.

One of Amazon's most remote shipments contained the "Tinker Bell and
the Great Fairy Rescue," "Toy Story" DVDs, "Chicken Soup for the Dog
Lover's Soul," NHL 11, Halo Reach and Call of Duty: Black Ops and was
delivered to the hamlet of Grise Fiord, north of the Arctic Circle in
Canada.

Kindle (Wi-Fi) and Kindle 3G were the best-selling products on
Amazon.com this holiday season.

"The Girl with the Dragon Tattoo" was the most purchased Kindle book
on Christmas Day.

"The Girl with the Dragon Tattoo" was the most gifted Kindle book on
Christmas Day.

Of Amazon's top 500 most popular Kindle books, "The Dork Diaries" saw
the greatest gain in popularity on Christmas Day.

There were millions of Price Checks from Black Friday through the FREE
Super-Saver Shipping cut-off date (for delivery before Christmas).

During the holiday season, the biggest mobile shopping days for iPad,
iPhone and Android users was Sunday, however the biggest mobile
shopping day for BlackBerry users was Friday.

The last One-Day Prime order that was delivered in time for Christmas,
was placed on Dec. 23 at 6:48 p.m. PST and shipped to Billerica,
Mass., for delivery on Dec. 24. The item was a Nautica Men's NST
Chronograph Bracelet Watch.

The last Local Express Delivery order that was delivered in time for
Christmas was placed by a Prime member and went to Woodinville, Wash.
It was an Apple Mac Mini that was ordered at 1:41 p.m. on Christmas
Eve and delivered at 8:04 p.m. that evening.

Amazon customers purchased enough snow/tire chains to outfit the
entire population of three of America's top ski cities: Aspen,
Breckenridge and Sun Valley.

For the holiday time period alone, Amazon customers bought enough
copies of "Eclipse" for Edward Cullen to watch the movie 1,000 times a
year for all 109 years of his life.

Amazon customers purchased so many pairs of jeans that if you folded
each pair and stacked them on top of each other, the height would be
the equivalent of Mt. Everest.

Amazon customers purchased enough Kyjen Hide-a-Squirrels to hide one
toy squirrel everyday for the next 100 years.

Amazon customers purchased more Philips Norelco shavers this holiday
season than the average beard hairs on a man's face.

Amazon.com, Inc. (NASDAQ: AMZN), a Fortune 500 company based in Seattle,
opened on the World Wide Web in July 1995 and today offers Earth's
Biggest Selection. Amazon.com, Inc. seeks to be Earth's most
customer-centric company, where customers can find and discover anything
they might want to buy online, and endeavors to offer its customers the
lowest possible prices. Amazon.com and other sellers offer millions of
unique new, refurbished and used items in categories such as Books;
Movies, Music & Games; Digital Downloads; Electronics & Computers; Home
& Garden; Toys, Kids & Baby; Grocery; Apparel, Shoes & Jewelry; Health &
Beauty; Sports & Outdoors; and Tools, Auto & Industrial. Amazon Web
Services provides Amazon's developer customers with access to
in-the-cloud infrastructure services based on Amazon's own back-end
technology platform, which developers can use to enable virtually any
type of business. Kindle, Kindle 3G and Kindle DX are the revolutionary
portable readers that wirelessly download books, magazines, newspapers,
blogs and personal documents to a crisp, high-resolution electronic ink
display that looks and reads like real paper. Kindle 3G and Kindle DX
utilize the same 3G wireless technology as advanced cell phones, so
users never need to hunt for a Wi-Fi hotspot. Kindle is the #1
bestselling product across the millions of items sold on Amazon.

This announcement contains forward-looking statements within the meaning
of Section 27A of the Securities Act of 1933 and Section 21E of the
Securities Exchange Act of 1934. Actual results may differ significantly
from management's expectations. These forward-looking statements involve
risks and uncertainties that include, among others, risks related to
competition, management of growth, new products, services and
technologies, potential fluctuations in operating results, international
expansion, outcomes of legal proceedings and claims, fulfillment center
optimization, seasonality, commercial agreements, acquisitions and
strategic transactions, foreign exchange rates, system interruption,
inventory, government regulation and taxation, payments and fraud. More
information about factors that potentially could affect Amazon.com's
financial results is included in Amazon.com's filings with the
Securities and Exchange Commission, including its most recent Annual
Report on Form 10-K and subsequent filings.